CMO Today discussed these issues and more with Randall Rothenberg, chief executive of the Interactive Advertising Bureau, a trade organization which represents companies across the advertising industry and helps establish standards and guidelines for digital ad sellers and technology companies.

Mr. Rothenberg: With viewability, the debate side of that is over now. It’s the currency now. It’s done. The argument is on the fine points of implementing the standards. With fraud, I’ve always believed that once we established a real compliance program with teeth across the industry, it can be contained relatively quickly. It’s in its early stages now.

Ad-blocking is more complicated. It has a real component of user experience [at play]. That’s very subjective.